| Summary: | Increasing competition in the business world, especially in the coffee business, requires a competitive advantage to improve purchasing decisions. Due to the increasing number of competitors, customers today have more options than ever to choose high-quality products. This study aims to determine the effect of product quality and advertising on coffee purchasing decisions in Tabanan. The method used in this study is the method of saturated sampling technique with a total of 97 respondents. The analysis technique used in this study is multiple linear regression analysis. The results showed that product quality had a positive effect on coffee purchasing decisions, product quality improvement would be followed by an increase in purchasing decisions, and promotion had no positive effect on coffee purchasing decisions. The novelty in this study is that product quality with the addition of full wash process product indicators is able to improve purchasing decisions and promotions are not able to improve purchasing decisions on robusta coffee in Pujungan Tabanan Bali.
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